Ukraine has adopted a new visual identity to put itself on the map of potential destinations for travelers. For the first time ever, the Ukrainian government has approved an official branding for the nation, which was designed by creative agency Banda.

Through research with the support of the British government, Banda learned that Ukraine was associated with some very negative terms, such as “corruption,” “revolution,” and “war.” In hopes of letting locals and tourists view the country with fresh eyes, the agency created the youthful ‘Ukraine NOW’ identity.

“Ukraine needs a brand,” Banda explained. “Such a brand will demonstrate us as an open modern country, where everything is most interesting right now.”

The country’s new logo features a yellow tab with the word, “now,” in block letters. Sitting on its top right-hand corner is a blue circle indicating “the notifications that we see in social networks.” Since people notice their phones’ alerts constantly, Banda says the symbol is there to call for attention—“And Ukraine is really worth paying attention [to].”

Additionally, the studio designed a bespoke, modern typeface named ‘Ermilov’, coined after famous Ukrainian avant-garde designer and artist Vasyl Yermylov. To pay homage to Yermylov’s constructivist style, the letters feature a geometric grotesque design with bezels on their tips.

For versatility, the blue circle on the logomark can be adapted for various situations. At the airport, for instance, the branding could feature an airplane icon. Out in nature, an image of a mountain might be used.

View some samples of the new, energetic identity in the visuals below, and learn more about it over at Banda Agency’s website.